How We Helped NuEthix Crush Black Friday & Cyber Monday

Hey there, it’s Patrick from TVG.

Did your Black Friday and Cyber Monday perform the way you wanted to?

Did you have the largest revenue months of the year?

If not, here is a recent Case Study from a multi 7-figure brand in the supplement space.

One client in particular, NuEthix, a supplement brand we’ve been working with for 8+ months, had a massive holiday season.

In today’s case study, I want to break down exactly what worked, what didn’t, and what you can take away to improve your next big sales event.

If you are more of a visual learner, I just uploaded a video breakdown of this case study on YouTube.

Watch the full video here!

Winning Black Friday Offer Strategy

We split the holiday season into two phases:

Pre-Black Friday (2 weeks before):

20% off Site-wide + Tiered Gifts:

• Spend $75 → Free fanny pack

• Spend $100 → Free blanket

• Spend $150 → Free product

Black Friday-Cyber Monday Weekend:

✅ Buy 2, Get 1 Free + Tiered Gifts

Key Takeaways:

• The Pre-Black Friday period actually outperformed Black Friday itself.

• We may simplify next year’s BFCM offer to Buy 1, Get 1 Free or increase the discount from 20% to 30% for clarity.

Ad Creative Insights

Instead of reinventing the wheel, we focused on what was already working and made small but powerful tweaks:

✔️ Used existing top-performing ad creatives with clear Black Friday messaging.

✔️ Simple, clean graphic ads showcasing the discount worked best.

✔️ The shift from 20% off to Buy 2, Get 1 may have confused some buyers—clarity is key.

Email & SMS: The Biggest Moneymaker

If you’re relying only on ads, you’re likely burning cash. That’s where email and SMS saved the day:

✔️ Revamped automations (flows) to include Black Friday messaging.

✔️ Sent 300% more campaigns than the previous year.

✔️ Used resends for unopened emails and more personalized SMS follow-ups.

The result? Higher conversion rates without increasing ad spend.

Takeaways for Your Brand

While we are closing out January, you might think that is WAY too early to think about Q4.

But here’s the thing-

Your most profitable Q4 starts now.

Q1 and Q2 are the rocket building phase for hyper growth DTC brands.

Now is the time to test offers, build out your email flows and ensure your marketing is dialed in.

That way, when Q3 and Q4 come around, you are prepared to put fuel on your fire and achieve your biggest months ever. 

If you are ready to turn your brand into a profit machine in 2025, I encourage you to book a call with me here.

Talk soon,

Patrick O’Driscoll

Co-Founder, The Visionary Group